Flohio for Air Max 90

Since its debut Air Max has created a loyal following around the world, but maybe no group is more fiercely loyal than the UK Hip-Hop and Grime scene. Air Max became the fashion staple of this growing scene earning the nickname “110s” for their $110 price tag. For this new generation of UK talent their devotion to Air Max is still unshakable. I worked with the Nike EMEA team to tell the story of Flohio, a rising star with working-class roots determined to do it herself.

Art Direction: Peter Gjovik
Creative Direction: Will Robson-Scott, Jake Gevalt
Photography/Videography: Will Robson-Scott
Production: SOMESUCH UK